Franchising as a new venture strategy growth : A case study of rural restaurant

• Main Author: Nur Aziah Mohd Arof
• Format: MBA/DBA Final Project Report
• Language: English
• Published: 2015
• Online Access: http://discol.umk.edu.my/id/eprint/103/1/NUR%20AZIAH%20BINTI%20MOHD%20AROF.pdf; http://discol.umk.edu.my/id/eprint/103/

The purpose of this dissertation is to examine the franchising strategy as an alternative approach for new venture growth. The case involved is a restaurant namely Mom’s Restaurant. Franchising strategy contributes rapid growth expansion of the restaurant and it is has been seen the fastest growth in business especially in terms of profit. Previous practises have shown that franchising strategy give an advantage to the management of restaurant because it frame the restaurant to be more effective and efficient. The case involved is Mom’s Restaurant, located at Besut, Terenganu. The TOWS Matrix is used as situational approach tool to elaborate in term of Threats (T), Opportunity (O) which represent the external environment of the restaurant, Weaknesses (W), Strength (S) represent an assessment the internal of restaurant. It is found that 2 main issues are arise in implementing franchising strategy for new venture growth which relate to marketing and resources issues. Two suggestions that are bound with brand, location and supplies were suggested.